B2B marketers at SMBs struggle with conversion rate optimization

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SMB marketers in the B2B sector say conversion rate optimization (CRO) is their top A/B testing priority in 2025, but a new report found most aren’t running A/B tests to improve CRO.

The “State of A/B Testing Report” from Unbounce found 56% of SMB marketers in B2B cite CRO as their top testing goal. However, only 32% are running A/B tests on their landing pages.

More than half (51%) of the marketers surveyed for the report cite a lack of resources (time, budget or tools) as their top barrier to running such tests.

CRO basics include directing ads to landing pages and testing those pages, but according to Unbounce, more than half of B2B ads are still sending traffic to a homepage..

The report found email marketing and websites are the most commonly tested channels, each cited by 57% of marketers, followed by landing pages (32%) and mobile/SMS (31%) Only 21% are applying A/B testing to SEO efforts

This research was conducted by Ascend2 in partnership with Unbounce. The report is based on data from 261 survey respondents from small businesses with 500 employees or fewer. All respondents represent businesses that conduct A/B testing.

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